Sears Debuts Latino Social-Media Channels

HOFFMAN ESTATES, Ill.--Sears Holdings has launched two social-media channels geared toward Hispanic and the Twitter handle @SearsLatino.

The two channels are an effort by the parent company of Sears and Kmart to underscore its commitment "to better engage with customers culturally and strengthen relationships within the Latino community," Sears Holdings said in a statement. The company is encouraging Hispanic shoppers to share stories and ideas, provide feedback and learn more about Sears' Latino initiatives through the new channels. Conversations occur in both English and Spanish on the Facebook page, which also serves as a forum to engage with U.S. Hispanics and customers in Latin America and Puerto Rico.

This is the most recent of Sears Holdings' efforts to engage the Latino community. The company currently runs three websites to serve this market: Sears Espanol, serving Spanish-speaking customers in the United States; Sears PR, focusing on Puerto Rico; and Sears Internacional, which serves shoppers throughout the world, including 25 countries in Latin America and the Caribbean.

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